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Daily SearchCast, July 26, 2006: Google Use Of Landing Pages For Ad Rank Raises Issues; Google Now Reporting Invalid Clicks? Google Parachute (Beta) & More!

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Today's search podcast covers issues with Google making more use of landing pages to rank ads; Google now reporting invalid clicks to advertisers; online ad spend expected to continue rising; bailing out of the Google Jet and more!

Tune-in by listening to this MP3 file, listening via WebmasterRadio at 11:30am Eastern and repeated at 2pm Eastern Tuesday through Friday, via our Odeo channel or through iTunes via this link (or use alternative iTunes instructions explained here) or though our Yahoo Podcasts channel. Need more help tuning in live or finding the chat room? See the Daily SearchCast FAQ.

Below are links to items discussed:

  • Detailed Look into the Google AdWords Landing Page Algo
    The Google AdWords landing page algo changes this month have resulted in many advertisers sitting up and thinking about quality issues beyond their ad copy, and looking more closely at their landing pages. I caught up with Google to get specifics on how the algo works, including just how they decided what made a good landing page versus what didn't when they created their algo. I also have ten best practices for advertisers needing to improve landing page quality. The full length SEW subscribers article is here. A shorter (but free!) version is here. Want to share your own best...
  • Virgin's Not So Generous Frequent Flyer Program
  • Google AdWords Now Reporting Invalid Click Rates
    Google is now offering AdWords advertisers the ability to see how many invalid clicks that Google catches before they are billed. "Estimating invalid clicks" from the Official Google Blog has more about this good move, which should help to better educate advertisers.
  • Google Toolbar Look-Alike Installing Malicious Programs
    Search Engine Journal reports on a SurfControl release that fake Google Toolbars are being downloaded unknowingly and causing those computers to be contaminated with malicious programs. The programs then use the computers to send out mass-email spam and/or for "internet attacks." So be careful where you download your toolbars.
  • Online Ad Spend 9% Of All Ad Spend By 2011
    ClickZ reports on a JupiterResearch report that online advertising spend is projected to snag up nine-percent of the total advertising pie by 2011. They estimate that $25.9 billion in revenues will be spent on online ads by 2011, "rising at a compound annual growth rate (CAGR) of 11 percent over the next five years." For search marketers, of that 9-percent of the pie, 43-percent of the online ad spend will be search base ads accounting for $11.1 billion, by 2011.
  • AOL Redesigns Local CityGuides
    Thanks to Gary Price for pointing out that AOL has launched a beta redesign of its popular CityGuides. Here's the current version of the site for New York and here's the new beta version of the same city site. Of the more than 300 CityGuides AOL offers, the top 25 are part of the new beta.
  • FAA Safety Instructions For The Google Jet
    InsideGoogle spotted a funny write up named Google founders eager to take users for a ride. I'll quote the piece InsideGoogle quoted. I'm now required by the Federal Aviation Administration to give the following safety instructions, because our aircraft is in beta and always will be:

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